About Google ads

About Google ads

As you browse the internet, use mobile apps, read your email, or shop online, you see ads. Google shows ads on Google products like Search, YouTube, and Gmail. Google's ad network also shows ads on 2+ million non-Google websites and apps. It is one of many ad networks that can personalize ads based on your online activity.

Control Google ad personalization

Ads that Google shows can be personalized based on many factors, like the types of websites you visit or mobile apps you've installed. If ad personalization is off, ads may still use non-personal data, such as your general location or the topics on the website or app you're looking at.

Where personalization comes from

Google can show you ads based on many factors, including:

Types of websites you visit, and mobile apps you have on your device

Cookies on your browser and the settings in your Google Account

Websites and apps you’ve visited that belong to businesses that advertise with Google

You can control how Google personalizes Google ads, or turn off personalization of Google ads, at Ad Settings.

Important

When showing you personalized ads, Google will not associate an identifier from cookies or similar technologies with sensitive categories, such as those based on race, religion, sexual orientation, or health.

Mobile controls

Ads can be personalized based on the device you're using. You can turn off this ad personalization through your device's settings. These settings apply to apps that use your mobile device’s advertising identifier.

Devices with iOS use Apple’s Advertising Identifier. To learn more about limiting ad tracking using this identifier, visit the Settings app on your device.

Google and advertising standards

Google's ad network is one of over 100 online ad networks that show you ads on sites and apps. Google participates in industry groups, like the Digital Advertising Alliance and the Network Advertising Initiative, that develop and follow standards in online advertising. Where required (for example, the DAA and the NAI) Google adheres to those groups' codes of conduct and/or self-regulatory principles.

You may have noticed the AdChoices icon , which appears on ads shown by any ad network participating in the Digital Advertising Alliance. Industry groups vary by location.